- Ke hoach xay dung nguon nhan luc
3.3.4Doi tuang khach hang muc tieu tiem nang
Vdi tat ca cac doanh nghiep, viec dan dau vi thj phan la udc vgng va la muc tiiu chien luge, bdi dan dau ve thj phan ddng nghTa vdi Igi nhuan dai han tdi da. Bin canh dd, vin de hoan thien cdng tac nghiin cuu thj trudng va xac djnh thj trudng muc tiiu cung la mot khau thiit yeu.
Mgi doanh nghiep deu nhan thuc dugc rang hang boa ciia minh khdng thi lam cho tit ca khach hang ua thich ngay dugc, bdi mdi ngudi cd mot ca tinh, sd thich va thdi quen khac nhau. Nghiin cuu thj trudng cung vay, Cdng ty cd thi thdng qua viec nghiin cuu thj trudng
den viec xac djnh thj trudng trgng diem dk quyit djnh su tang giam gia cdng d thj trudng.
De thuc hien tdt muc tiiu de ra (muc 3.3.2 - trang 80) ddng thdi lira chgn diing khach hang muc tiiu, Cdng ty Thong Nhit phai cd cai nhin tdng quat trin cac can cu (*) nhu:
- Quy md va muc tang trudng ciia khach hang - Muc do hap dan cua khach hang
- Tinh phu hgp ciia khach hang muc tieu vdi nguon lire ciia Cdng ty.
Nhu da niu d tren (muc 2.7 - trang 58) thi Cdng ty Thong Nhit cd 4 loai khach hang la:
Khdch hang vita la thirang mgi vita la nhd sdn xuat; khdch hang la nhd thitang mgi; khdch hang la nhd sdn xudt; khdch hang la ngit&i tieu ditng. Tuy nhiin khach hang muc
tieu, tiim nang ciia Cdng ty Thdng Nhat khdng phai la tit ca trong sd dd.
Vdi cac can cu (*) trin de lira chgn khach hang muc tieu, Cdng ty Thong Nhit chgn ba loai
khach hang dau tiin: Khdch hang vita la thirang mgi vita la nhd sdn xuat (1); Khdch hang
Id nhd thuang mgi (2); Khdch hang la nhd sdn xudt (3).
Chgn ba loai khach hang nay ddng nghTa vdi viec chap nhan mgi yiu cau khat khe nhit tu phia khach hang song day la ba ddi tugng khach hang cd quy md Idn, sue tang trudng cao, khdi lugng tiiu thu nhiiu do ddi tugng cd sd lugng doanh nghiep nhiiu, pham vi rong... cd the ndi day la nhijng khach hang cd sue hap dan nhat phu hgp vdi tiem luc va djnh hudng phat triin ciia Cdng ty. Ngoai ra, khach hang la ngudi tiiu dung cung mang din cho Cdng ty nhung Igi nhuan tdt, do dd Cdng ty khdng lang quin ma van quan tam cham sdc thj trudng nay; tuy nhiin khdng xac djnh la khach hang muc tieu, tiim nang vi sd lugng khach hang it, tin suit khdng cao, sd lugng mua khdng Idn...
Cu thi ban: thj trudng muc tieu ciia Cdng ty la thj trudng trong nude, trudc mat vin danh uu tien cho thj trudng phia Bic, cac tinh phia Nam va thj trudng Au My.
Viec nghien cuu, phan doan va xac dinh thj trudng muc tiiu la nhung hoat ddng quan trgng, tao tiin de cho ca qua trinh xam nhap thj trudng tu trudc khi san pham ra ddi, sau dd la phan phdi san phim tdi tay ngudi tieu diing sao cho cd hiiu qua nhat.
Do dd, di thuc hien muc tiiu chiin luge vi xay dung va phat triin thuang hieu thi ngoai viec md rong thj trudng trong nude Cdng ty can cd phuang an toi uu cho viec xam nhap thj trudng khu vuc va qudc ti. Day la nhiem vu vd ciing quan trgng, cip bach, cung la thach thuc trong dieu kiin thi trudng day canh tranh, thuang mai quoc ti dang dugc toan ciu boa nhu hien nay, ddi hdi Cdng ty TNHH Nha nude mot thanh vien Thdng Nhit phai noi lire thuc sir trin hanh trinh tao dung cho minh mot thuang hieu Idn manh hon nira.
3.4 Cac giai phap thuc hien thanh cong muc tieu chien luac xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nude mot thanh vien Thdng Nhit 2007-2010